Apple TV Set-Top Box Predicted to Sell 4 Million Units, Grab 32% Market Share in 2011

apple tv black
Market research firm Strategy Analytics today reported on the release of its new research report covering "connected TV players" such as the current Apple TV and Roku boxes. According to the report, Apple is predicted to reach sales of four million Apple TV units for 2011, leading the way in a rapidly-growing market with a 32% share.

“Apple is leading this nascent market, which it still considers a ‘hobby’.” says Jia Wu, Senior Analyst at the Connected Home Devices (CHD) service. “As Apple prepares for its expected launch of smart TVs in 2012, rival platforms must accelerate their development plans to keep Apple from running away with the connected TV business, as it has done in smartphones and digital music.”

The report also notes that Apple TV users tend to spend more money on TV shows and movies than users of other set-top connected TV players, with 30% of Apple TV owners reported have rented content compared to 20% of owners of other devices.

Overall, Strategy Analytics estimates that the market for connected TV players has doubled this year, reaching almost 12 million units on the momentum of considerably lower pricing compared to previous years. The current Apple TV debuted in September 2010 priced at just $99, substantially cheaper than the $229 price tag on the original hard drive-based Apple TV.

Apple has long considered the Apple TV to be a "hobby", but rumors are increasingly pointing to the debut of a connected television set from Apple as soon as late next year. Such a device would presumably integrate many of the aspects of the current Apple TV box such as iTunes Store access and streaming from iOS devices directly into the television set. Apple is also said to have been working on revolutionary Siri-powered voice input for interacting with the television.

Related Roundup: Apple TV
Buyer's Guide: Apple TV (Buy Now)

Top Rated Comments

pilot1226 Avatar
145 months ago
It would be nice if this supported 1080i/p rather than just 720p
Score: 17 Votes (Like | Disagree)
Liquorpuki Avatar
145 months ago
Love Apple TV 2, got 3 of them. Almost a no-brainer for any household with Apple devices and Netflix account.

This is what I use my PS3 for. Which means my PS3 is like an Apple TV, but also plays Blu Ray, DVD's, and games.

All these analysts are full of BS, throwing out marketshare %'s nobody knows how they quantified. For an Apple TV to be successful, they need to make a huge power play that changes the whole industry like they did with music. This is gonna be the difference between an Apple TV and a regular hybrid TV. I want to know what that power play is.
Score: 7 Votes (Like | Disagree)
WestonHarvey1 Avatar
145 months ago
What market is this when Microsoft has millions more Xbox 360s already in people's homes? I'm not arguing that the Apple TV won't continue to increase in sales (I have one), but such numbers are complete BS. People are going to buy/rent content either on their 360 or their Apple TV, but not both (in significant numbers)

My XBox 360 is loud and takes a long time to start up. I won't leave it running all the time because I'm on my third one and I'm afraid it will break again.

The Apple TV is quiet, uses hardly any electricity and is always ready to go.
Score: 7 Votes (Like | Disagree)
dwd3885 Avatar
145 months ago
Apple users spend more money on Movies and TV Shows because have you seen the prices? A movie is $3.99 on the AppleTV, NEVER discounted, and that same movie is .99 cents on GoogleTV and Amazon.
Score: 6 Votes (Like | Disagree)
Spoony Avatar
145 months ago
Apple TV works well.

Had some non Techie girls over this weekend. The go "Wait how do you have Youtube on your TV?!". They proceeded to watch 20 videos and have a living room dance party.

Best 100 bucks I've spent this year by far.
Score: 5 Votes (Like | Disagree)
drober30 Avatar
145 months ago
What market is this when Microsoft has millions more Xbox 360s already in people's homes? I'm not arguing that the Apple TV won't continue to increase in sales (I have one), but such numbers are complete BS. People are going to buy/rent content either on their 360 or their Apple TV, but not both (in significant numbers)
Mostly kids own Xbox 360 and don't rent movies. Mom & Dad own Apple TV and rent movies. Mom & Dad do not turn on or want to turn on Xbox.
Score: 5 Votes (Like | Disagree)

Popular Stories

iphone 15 pro wifi 6e

Internal Apple Document From Leaker 'Unknownz21' Confirms Wi-Fi 6E Will Be Limited to iPhone 15 Pro Models

Friday January 27, 2023 10:01 am PST by
Multiple rumors have suggested that the next-generation iPhone 15 models will adopt the Wi-Fi 6E standard that Apple has already introduced in the iPad Pro and MacBook Pro, and now a leaked document appears to confirm Apple's plans. Sourced from researcher and Apple leaker Unknownz21 (@URedditor), the document features diagrams of the iPhone 15's antenna architecture. D8x refers to the...
iPhone 14 Pro Purple Side Perspective Feature Purple

iPhone 15 Pro Rumored to Have These 8 Features

Friday January 27, 2023 2:11 pm PST by
Apple's next-generation iPhone 15 Pro and iPhone 15 Pro Max are expected to be announced in September as usual. Already, rumors suggest the devices will have at least eight exclusive features not available on the standard iPhone 15 and iPhone 15 Plus. An overview of the eight features rumored to be exclusive to iPhone 15 Pro models:A17 chip: iPhone 15 Pro models will be equipped with an A17...
top stories 28jan2023

Top Stories: iOS 16.3 Released, iPhone 15 Pro Rumors, macOS Tips and Tricks, and More

Saturday January 28, 2023 6:00 am PST by
Following last week's hardware announcements, this week saw the actual release of several of the new products as well as operating system updates bringing new features and bug fixes across Apple's platforms. This week also saw some fresh rumors about the iPhone 15 lineup and Apple's upcoming AR/VR headset, while we shared some tips to help you get the most of your macOS experience, so read...
Multi Display CarPlay 1

Apple Launching All-New CarPlay Experience Later This Year With These 5 Features

Sunday January 29, 2023 10:15 am PST by
In June 2022, Apple previewed the next generation of CarPlay, promising deeper integration with vehicle functions like A/C and FM radio, support for multiple displays across the dashboard, personalization options, and more. Apple says the first vehicles with support for the next-generation CarPlay experience will be announced in late 2023, with committed automakers including Acura, Audi,...
maxresdefault

Hands-On With the New M2 Max MacBook Pro

Thursday January 26, 2023 12:14 pm PST by
New 14-inch and 16-inch MacBook Pro models with the latest M2 Pro and M2 Max chips are available in Apple retail stores and are already in the hands of customers, and we picked up one of the new M2 Max machines to answer all of the questions MacRumors readers considering a purchase might have. Subscribe to the MacRumors YouTube channel for more videos. Yesterday, we asked MacRumors fans on...
iPhone 15 General Mock Feature

Kuo: iPhone 15 Models to Adopt Wi-Fi 6E

Thursday January 26, 2023 5:09 pm PST by
The upcoming iPhone 15 models that are set to be introduced later in 2023 will adopt the Wi-Fi 6E standard, according to Apple analyst Ming-Chi Kuo. In a note about Apple's work on a Wi-Fi chip, Kuo said that the company will upgrade the iPhone 15 to Wi-Fi 6E. Apple is already using Wi-Fi 6E for the 11 and 12.9-inch iPad Pro models introduced last year, along with the new Mac mini and...
iPhone 14 Pro Purple Side Perspective Feature Purple

iPhone 15 Expected to Feature Wi-Fi 6E Like Latest Macs and iPad Pro

Wednesday January 25, 2023 5:39 pm PST by
The iPhone 15 will support Wi-Fi 6E, according to a research note shared this week by Barclays analysts Blayne Curtis and Tom O'Malley. The analysts did not specify whether the feature will be available on all models or limited to the Pro models. Apple has added Wi-Fi 6E support to a handful of devices so far, including the latest 11-inch and 12.9-inch iPad Pro, 14-inch and 16-inch MacBook...